Seminar Marktforschung: Social Media-Strategien in der Medienindustrie

Einführung in Social Media

WPF 7425c – Sommersemester 2012Marco Jakob

Online-Medien-Management

„Social Media = Tools that help connect people.“

Grundlagen: Social MediaSocial Media is a group of internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content

(Kaplan & Haenlein 2010)

Meinungen, Kritik?

Die 1-9-90 RegelHeavy contributors

Intermittent Contributors

Lurker

Syncapse Corp. (2011). Increasing Campaign Effectiveness with Social Media.

For marketing and brand managers, three important conclusions can be made from this research: • Social media must be an integrated and incremental

component of any marketing campaign; • Heightened focus must be placed on interacting with

social media Producers and turning them into fans; and

• Greater effort must be put towards evolving audiences to become Producers.

http://vanished-omen.tumblr.com/post/3543187596

Online Social *

Social Network Sites

We define social network sites as web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.

Boyd, D. M., & Ellison, N. B. (2008)

…construct a public or semi-public profile within a bounded system

…articulate a list of other users with whom they share a connection,

…view and traverse their list of connections and those made by others within the system.

The Facebook vs. Foren

http://netzpolitik.org/2011/das-neue-facebook-nix-wie-raus-hier/

A World of Connections

A World of Connections

Facebook• Facebook ist ein „Online Social Network“• Der Nutzer hat diverse Grundfunktionen:– Wall/Timeline (Edgerank/ OpenGraph)– Nachrichten, Instantmessaging– Photoalben– Apps

• Facebook kann die Erde in Richtung Sonne ziehen

Open Graph

„$User liest $Artikel auf SpiegelOnline“

„$User gefällt SpiegelOnline“

jakobm@hdm-stuttgart.de - 7425c Marktforschung Social Media

Metriken für FB-Pages

• Reach– The number of unique People who have seen your Post

• Engaged Users– The number uf unique Peopke who have engaged with your Post

• People talking about– The number of people who have created a story from your Page

Post• Virality

– The number of people who have created a story from your Page Post as a percentage of the number of unique people who‘ve seen it

Facebook: Zahlen• Aktive Nutzer in Deutschland: 21.234.180• Aktive Nutzer Weltweit: 760.280.000 (9.2011)

Facebook: Zahlen• Aktive Nutzer in Deutschland: 26.356.380• Aktive Nutzer Weltweit: 836.988.320 (3/12)

# Country Users Change (± %) Pen.1 United States 155.886.800 +791 940 +0.51% 50.25%

2 India 45.018.540 +9 395 320 +26.37% 3.84%

3 Indonesia 43.521.320 +3 377 000 +8.41% 17.91%

4 Brazil 42.199.700 +16 119 560 +61.81% 20.98%

5 Mexico 33.599.040 +4 635 720 +16.01% 29.87%

6 Turkey 31.526.380 +981 380 +3.21% 40.52%

7 United Kingdom 30.484.380 +315 840 +1.05% 48.89%

8 Philippines 27.718.720 +1 230 120 +4.64% 27.75%

9 France 24.100.240 +1 293 820 +5.67% 37.21%

10 Germany 23.251.880 +2 300 420 +10.98% 28.26%

Facebook – Fan Engagement

http://www.wired.com/epicenter/2011/03/fangager/

Facebook & Privatsphäre

Was bisher geschah…

EXPLAIN ALL THE CASES!

KONY 2012• Start am 5. März 2012• Bis heute über 80 mio Aufrufe auf Youtube• Verbreitung durch „bestehende“ Netzwerke• Breites Echo, nicht nur Social Media, auch in der

Presse• Bald erste Kritik an der Organisation & ihren

Zielen • Reaktion durch Invisible Children• 18. März: „Meltdown“

KONY 2012

http://blog.socialflow.com/post/7120244932/data-viz-kony2012-see-how-invisible-networks-helped-a-campaign-capture-the-worlds-attention

KONY 2012

http://youtu.be/Y4MnpzG5Sqc

KONY 2012

http://thedailywh.at/2012/03/18/follow-up-of-the-day-more-on-jason-russells-visible-meltdown/

„Hausaufgaben“• André, P., Bernstein, M., & Luther, K. (2012). Who gives a tweet? Proceedings of the ACM

2012 conference on Computer Supported Cooperative Work - CSCW ’12 (p. 471). New York, New York, USA: ACM Press.

• Bakshy, E., Rosenn, I., Marlow, C., & Adamic, L. (2012). The Role of Social Networks in Information Diffusion. World Wide Web Internet And Web Information Systems, 10. Physics and Society, . Retrieved from http://arxiv.org/abs/1201.4145

• Barash, V., Ducheneaut, N., Isaacs, E., & Bellotti, V. (2010). Faceplant: Impression (Mis) management in Facebook Status Updates. Fourth International AAAI Conference on Weblogs and Social Media (pp. 207-210).

• Papagelis, M., Murdock, V., & van Zwol, R. (2011). Individual behavior and social influence in online social systems. Proceedings of the 22nd ACM conference on Hypertext and hypermedia - HT ’11 (p. 241). New York, New York, USA: ACM Press. Busemann, K., & Gscheidle, C. (2011). Web 2.0: Aktive Mitwirkung verbleibt auf niedrigem Niveau. Media Perspektiven, (7-8), 360-369.

• Soziale Netzwerke - Eine repräsentative Untersuchung zur Nutzung sozialer Netzwerke im Internet. (2011, November 5). . Retrieved from http://www.bitkom.org/files/documents/BITKOM_Publikation_Soziale_Netzwerke.pdf

• Alles im Moodlekurs!

Links:• http://www.wired.com/magazine/2011/09/ff_google_horowitz/all/1• http://mashable.com/2011/10/09/top-facebook-brands-talking-about/• http://www.thomashutter.com/index.php/2011/10/facebook-neue-statisti

k-features-fur-facebook-seiten-wie-viele-fans-unterhalten-sich-uber-meine-seite/

• http://allfacebook.de/tutorials/facebook-pages-offizieller-guide-zu-den-neuen-facebook-insights-download

• http://www.simplyzesty.com/social-media/50-social-media-case-studies-worth-bookmarking/

• http://www.famecount.com/• http://www.socialbakers.com/

Kontakt

@marcojakobfacebook.com/hdm.omm

B.Sc.

Marco JakobFakultät Information und KommunikationStudiengang Online-Medien-Management

Wolframstraße 32 Tel.: 0711 25706-268 jakobm@hdm-stuttgart.de70191 Stuttgart Fax: 0711 25706-306 www.hdm-stuttgart.de